Many experts believe the best way of ensuring your web content is interesting and compelling is to write about what you know rather than simply presenting a litany of dry information and facts. The fact is that authors who try to cover an unfamiliar topic without much information to go on will likely present that information in a mediocre or totally unconvincing manner. And since there is little window of opportunity for grabbing your reader’s attention, being unconvincing can result in a user who quickly clicks away to another website.

Writing What You Know—For Others

The problem with writing about what you know is that scores of web writers write for websites which belong to others. This means that on any given day web writers are writing about a slew of subjects they likely know little about and in some cases find the subject so uninteresting that they really don’t want to know that much. Authors take heed—try your best to never, ever approach a subject with that attitude or it is bound to come through in your writing. Just because you may not find the various types of environmentally-friendly paint a particularly compelling subject doesn’t mean you can’t write about it in such a way that will interest your readers.

And how do you do that you may wonder? Well, suppose you could care less whether your paint is environmentally friendly or not, but your readers actually do care? Approach your subject from your reader’s point of view. What would they want to know, what would make them care about this particular subject? Then, once you have those answers find out all you can about the subject until it actually becomes one of the things you know—then you can write about what you know. Writing about what you know does not limit you to writing only about encounters you’ve actually had, products you’ve actually tried or humans or animals you’ve actually met, it simply allows you to build on the foundation of what you know about life and humanity in order to create a compelling story. And after all, isn’t a compelling story the goal of every web writer?

Writing What You Know—For Yourself

If you are not limited to writing what other people pay you to write—not a bad gig, all in all—but are writing for yourself, they you have the opportunity to not only write about what you know but also to write what you want. One of the greatest benefits of having your own website or blog is that you are able to write about a subject which is very near to your heart. Writing for yourself gives you the freedom to use your unique life experiences and share them with your readers.

In some cases you may not know a lot about the subject you decide to write on, however it will likely be a subject which greatly interests you therefore the research is much less tedious than doing research for a subject which holds no interest for you. Aside from what interests you, write about the things that matter to you. If a subject matters deeply to you then you should be able to write about it in such a way that causes it to matter to your readers as well.

Venturing Outside What You Know

The flip side of writing about what you know is that this technique—unless you work hard at learning lots of new things—may never really stretch you as a writer. Writing out of your depth or about subjects you don’t know can actually take you into new and exciting territory if you open your mind to the possibilities. That being said, it is likely that you know lots more about lots more subjects than you even realize and in the end, every single article you write is just waiting to be shaped by your specific knowledge and imagination.

Content strategy is a plan for creating and publishing useful, usable content on your legal website. In order to fully realize that goal, you must not only define—at least in your own mind—which content will be published, but you must be able to articulate why each piece will be published at all. If you don’t have a good understanding of your expectations from each published article, then there can be little reason to publish.

Content strategy should define your firm’s primary theme and intended message, cover the various topics you feel most important to your firm, explain how your articles will make the leap from what your business requires to what your potential clients need and finally will analyze any potential gaps in your content. Of course all content strategy plans should include a comprehensive discussion of SEO, taking into consideration the latest, most up-to-date search engine requirements including Google’s algorithms.

What Should I Be Looking For When Mapping Out Content Strategy?

Your first concern falls under the wide umbrella of editorial needs. These are the guidelines under which all content is governed, so to speak. They are the values, the voice, the tone and the legal concerns as well as the calendar which dictates the cycles you will publish under. Next is the web writing itself, which must be both high quality and imminently usable not to mention specifically intended for online publication. As most web writers know, there is an entirely different writing technique used for online publications as compared to print.

Online articles are shorter, more concise, and depend heavily on attention-grabbing headlines. Online articles generally hit the reader with a fast burst of information in the hopes of holding their attention to the end of the article. If you haven’t hooked your web reader within five seconds or less, research shows you have likely lost them for good. A great web writer will understand the user experience design, will be able to write effective metadata as well as manage an ever-changing content landscape.

Search engine optimization is a large part of content strategy as it seeks to increase the potential relevance of articles to specific search engine keywords. There will be a process of editing and organizing all content on each page as well as across the firm’s website. As technology constantly shifts and changes, content management strategy will attempt to capture, store, deliver and preserve the organizations content.

Content—Complicated and Messy

After the initial wave of writing content for a legal website, the time constraints usually set in, and the enthusiasm tends to wane. It’s at this point that website owners want to bury their head in the sand and pray that the content part of their website becomes someone else’s problem. It begins to feel complicated and messy and becomes the incredibly junky closet you throw everything into and try to avoid looking at.

At this point it’s time to engage in honest content dialogue with all those involved in the content of the firm’s website. Content dialogue must first expand the audience, attempting to engage a broader audience of consumers, and will also realize that everyone involved has a stake in the future of web content. Content and the practice of content strategy absolutely deserve our time and attention yet until we begin to treat it as the critical asset it is, worthy of planning and meaningful investment, it is likely we will keep turning out the same old stuff. It’s really not someone else’s problem. Learn about content strategy, practice it and promote it—your website will thank you for it.

Any time you display information on a webpage, the actual content and presentation are tied together; the information is tied to the visual design and the reader must be able to access the information then interpret it. The ultimate goal of the web is to make the content accessible to every user. Web content is neither tied to a specific operating system, software or even a computer—web content can be accessed on a wide variety of devices even some kitchen appliances can read web documents. The content can be displayed in a dizzying array of sizes, colors and fonts, limited only by the reader’s imagination. The goal of achieving device independence as well as access for all therefore must lie in the separation of presentation and content.

For those who are unclear about what exactly constitutes content and presentation, content refers to the information in your web pages as well as how that information is structured. Structure may appear to be somewhere floating between content and presentation however presentation would be meaningless without structure therefore the structural elements belong more clearly to the content side. Presentation encompasses all the ways the content—and the structure of the content—is presented. Anything which controls how the content appears rather than what it actually says is presentation.  The separation of content and presentation may seem like a foreign concept since most of us are accustomed to making the visual choices related to content such as headings, paragraphs, lists, etc.

The Benefits of Separation

By separating the content from the presentation on your website you will ensure your web pages are more widely accessible to your potential clients. In practical terms, however, it can be extremely difficult to maintain the distinction between presentation and content since often we are unable to see the difference between what is being communicated and how it is being communicated. When you realize that even the most poorly formatted document nonetheless has a presentation in the form of layout, fonts, etc., you understand the difficulty in the clear separation.

How to Achieve Separation

The first step in the overall idea of separation is to build structure into web documents through the use of HTML which encodes headings, paragraphs and lists. The document which results from this step is richer in meaning and can be accessed by any web-enabled device in the necessary format. Think of your overall intentions when attempting to separate content from presentation—what is your content goal for your web users, and what do you think potential clients intend to do with that content? Do you think it is what they are searching for, what they need to answer their most pressing questions and problems?

To begin separation, start with plain text—that is, text which is placed in a notepad on Windows. Then use HTML tags which clearly mesh with the meaning of the content. Remember, HTML tags should describe the text placed inside rather than be placed simply to achieve a desired “look.” Double-check to ensure you are not accidentally placing presentation markup when new content is created and learn all the styles available to you. Take a look at your finished product—it should be simple, crisp and clear and you should know exactly what each HTML tag is being used for.

In the end, the separation of presentation and content can stop a simple design tweak from becoming a full-fledged re-design. Isolating content ensures adding and updating will be as simple as possible while design consistency is maintained throughout your sight. While the separation of content and presentation can make you want to throw up your hands in despair—don’t. There is plenty of high-quality help available to make the process as simple as possible.